Spotify Australia is rolling out the music service’s very first Instagram campaign, focussing on capturing emotional moments connected to music.

Incorporating the hashtag #spotifysummer the ad campaign, which runs until the end of February, aims to raise further awareness of the leading music streaming service amongst 15 to 24-year-old music fans across Australia.

The series of five playful creatives centre on light-hearted emotional moments ranging from post-festival inertia, the beloved Aussie road trip,  as well as nights of music-induced passion.

“The campaign focuses on emotions we can all connect with that are fun, disruptive and reflect the real Spotify listener experience ,” says Serena Leith, Spotify’s marketing director ANZ. “While particular artists may be polarising, we know music experiences are unifying.”

The #spotifysummer spot marks the first Instagram campaign for the music service globally. “Paid social media campaigns will play an increasingly important role in Spotify Australia’s marketing strategy throughout the rest of 2015,” adds Leith.